Brand new me! Learning from the business world Maurice McCartney Entrepreneur in Residence, Careers Service “A business has to be involving, it has to be fun and it has to exercise your creative instincts”. Richard Branson
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Brand new me!Learning from the business world
Maurice McCartney
Entrepreneur in Residence, Careers Service
“A business has to be involving, it has to be fun and it has to exercise your creative instincts”.
Richard Branson
Occupation:
Sculptor of stone lions
Nature of work:
I chip away all the bits of stone
that are not lion!
Demystifying business
Response in the 1981 Census
What we will cover today
• Some business basics
• Marketing and why it is important
• Understand the customer market
• Brands and branding
• You and your brand?
Business basics
Where do you want to be?Two elements to a good vision
Mission
Your purpose and primary objectives.
Defines the key measures of success
Values
Your ‘guiding beliefs’ about how things should be done.
Shapes what people think about you.
A good vision will give everyone a frameworkfor every decision at every level
Your strategyThree things to consider
Customer needs
Your capabilities
Competitors
Your uniqueness!
“I look to the future because that's where I'm going to spend the rest of my life”.
George Burns
About marketing
What is marketing?
Marketing is the management process responsible
for identifying, anticipating and satisfying customer
requirements profitably.Chartered Institute of Marketing
The action or business of promoting and selling
products or servicesOxford Dictionaries
It’s about more than just advertising!
Importance of marketing
In many companies the marketing function or Brand
Management role leads on to the CEO position.
• Dave Lewis joined Unilever as a Brand Manager in 1987:
appointed CEO of Tesco.
• Giuseppe Fusco joined Procter & Gamble as Brand
Manager in 1991: appointed Vice President of Development
at Unicef.
• Mike Clasper, an engineer from Cambridge, joined Procter
and Gamble as a Brand Manager in 1978: appointed CEO
of London Airports Authority, Chairman of HM Revenue
and Customs
Importance of marketing
Sir Nicholas Kenyon CBE , MD of the Barbican
Centre was asked what he looks for in arts
management recruits:
He said “a deep understanding of branding and
brand development”.
The customer market
What market are we in?
"When we bought Odeon the management team really
believed they were part of the film business.
I had the difficult job of explaining to them that they were in
the popcorn-selling business."
Guy Hands, Terra Firma (Private equity group)
What do these brands
have in common?
What do these brands
have in common?
Segmenting customers
can be really helpful
• Thinking of individuals is impossible.
• However, we can group people based upon
common behaviours, attitudes and needs.
• Not necessarily the obvious characteristics e.g.
gender, age.
• We can tailor marketing activity to each segment
e.g. Product, promotion, pricing.
Tailored product ranges
PerformanceSeeker
SensorialitySeeker
HealthSeeker
ValueSeeker
P&GDetergent
Brands
UnileverDetergent
Brands
Customer segmentation for organic food
Think about the customer market for organic food:
• How might it break down into groups of people
with similar attitudes, behaviours and
characteristics?
Customer segmentation for organic food
Segment Characterised by % pop
Organic advocates Very positive about organic produce with strong
recognition of positive benefits and positive
perceptions on value for money.
19%
Organic
environmentalists
Being generally positive about organic produce
but with a strong emphasis on the environmental
benefits and also a concern for food provenance.
21%
Price and origin
conscious
Price being a major barrier to organic consumption
but provenance being important to them.
14%
No food production
concerns
Displaying a lack of interest in the production
methods of food whilst not necessarily being anti-
organic.
16%
Environmental
doubters
Tendency to doubt many of the benefits of organic
but are particularly sceptical of the environmental
benefits.
15%
Organic detractors Generally negative views with organic value, taste
and quality in particular not recognised.
15%
Source: BOBL, Organic Centre Wales
Brands and branding
Uber: founded San Francisco 2009, Paris/London
2012, Sales $10B
Importance of Brands
Starbucks: founded Seattle 1971, IPO 1992, Japan
1996, UK 1998, now 21,536 shops and $14.9B Sales
(€13.5B, £9.8B)
Red Bull: introduced Austria 1987, US 1997, $5.6B
Sales (€5.1B, £3.7B)
Innocent: founded UK 1998, £215M UK Sales, now 90%
owned by Coca Cola Co
The Procter & Gamble Company
Importance of Brands
Brand management was invented by Neil McElroy of P&G in 1931.
Importance of branding
“Consumers who make decisions based purely of facts
represent a very small minority.
The vast majority, however, consumes and shops with their
mind and heart, or if you prefer, their emotions.
They look for a rational reason: what the product does and
why it is a superior choice.
And they make an emotional decision: I like it, I prefer it, I
feel good about it.”
Maurice Lévy, Chief Executive, Publicis Group (Saatchi & Saatchi)
Your favourite brands?
Think about your favourite brands:
• What would you really miss if it disappeared?
• Why?
A couple of my favourites #1
A couple of my favourites #2
Brand Equity Pyramid
Brand Idea: The essence of
the brand
Features & Attributes: Tangible assets of the product or service -
Focus on the most desirable or differentiating
Functional benefits: Summarises the tangible benefits to
the consumer
Emotional Benefits: How does your product/service make
the consumer feel?
Brand Product/Persona: Manifestation of the brand in human
characteristics
Maslow’s Hierarchy of Needs
Brand Equity Pyramid
Brand
Idea:
Features & Attributes:
Functional
benefits:
Emotional
Benefits:
Brand
Product/Persona:
Try it for Coke and Pepsi
Brand Idea:
“Coke brings joy”
Brand Features & Attributes:
brand and logo: red colour, lettering, bottle shape
reliable – consistent, always available
Functional benefits:
“The reference for colas”
refreshing, unique flavour, tasty, energy giving
Emotional Benefits:
happiness, optimism, fun,
authenticity, coming together, uplifts
Brand Product/Persona:
simple moments of pleasure,
community/family & friends
Brand Idea:
Spirit of adventure
Brand Features & Attributes:
brand and logo: blue colour, ‘Pepsi globe’
mainstream cola
Functional benefits:
“Preferred in blind taste”
refreshing, sweeter, less fizzy, urban chic
Emotional Benefits:
fun, ‘blue cool’, social acceptability, high
quality, satisfaction
Brand Product/Persona:
young, edgy,
competitive, exciting
Brand identity case studies
The good, the bad and the ugly!
Citroen brand identity change
Why change?
• Citroen positioned at value end of the market
• Competitive sector (especially Korean cars)
• Sales down 17% in 2008
The brief• To create a more sophisticated look and feel
• Retain what is valuable and instantly
recognisable as Citroen
• Force consumers to reconsider the brand
New image, style, font, use of colours and word
Citroen brand identity change
Little Chef logo change
Why change?
• New healthy eating menu:
reduced salt, fresh ingredients,
salads.
The brief• To create a logo to complement
the new menu.
Little Chef logo change
“Little Chef drops slimmer logo after 15,000 complaints”
Lonsdale brand experienceThe background
The headlines in Germany:
“Lonsdale faces ban over neo-Nazi
associations”
“Neo-Nazi teenagers fight in British
boxing's No 1 brand”
Lonsdale brand experienceThe problem
What would you do?
A marketing response:
• Introduces slogan: ‘Lonsdale loves all colours’
• Sponsors Gay pride festivals and multi-cultural events.
"Our aim is to become uninteresting to far-Right people"
Lonsdale brand experienceThe solution!
About you
Baggs, the brand!The Apprentice
Think about their:
• Career vision and objectives
• Values
• Benefits they bring to an employer
• What makes them unique
Some essentials
• Be consistent
• Be careful!
A student’s brand strategyThree things to consider
Employer needs
Your capabilities
The competition
Your uniqueness!
Your motivations and interests
Your knowledge, skills, experience, qualities
Job description &
Person specification
Fit with team
Future potential
What others can do?
Why me?
My brand exercise
Think about:
• Your vision, objectives, values
• The benefits you bring to an employer
• What will make you stand out (uniqueness)?
Task
1. Reflect on the areas in the My brand template.
2. Start to think about how you might strengthen or
develop your brand
Thank you!
Wrap up
Coming soon!
Insight into Business and Board Membership
Open to University staff interested in contributing to the
economy and society in new and rewarding ways.
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